行銷硏究 : Marketing research

Factors affecting response rates of the web survey: A systematic review

Online contract labor portals (i.e., crowdsourcing) have recently emerged as attractive alternatives to university participant pools for the purposes of collecting survey data for behavioral research. However, prior research has not provided a thorough examination of crowdsourced data for organizational psychology research. We found that, as compared with a traditional university participant pool, crowdsourcing respondents were older, were more ethnically diverse, and had more work experience. Additionally, the reliability of the data from the crowdsourcing sample was as good as or better than the corresponding university sample. Moreover, measurement invariance generally held across these groups. We conclude that the use of these labor portals is an efficient and appropriate alternative to a university participant pool, despite small differences in personality and socially desirable responding across the samples. The risks and advantages of crowdsourcing are outlined, and an overview of practical and ethical guidelines is provided.

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The viability of crowdsourcing for survey research.

A key characteristic of Web surveys is their diversity. Unlike other modes of data collection, where the method tells us something about both the sampling process and the method of data collection, the term “Web survey” is too broad to give us much useful information about how the study was carried out. For example, referring to an RDD telephone survey describes both the method of sampling (in part) and the mode of data collection. But there are so many different ways to identify sampling frames for Web surveys, to invite people to complete such surveys, and to administer surveys over the Internet (see Couper 2000) that the term “Web survey” conveys little evaluative information. The implications of this diversity are twofold. First, broad generalizations or claims about Web surveys relative to other methods of data collection are ill-advised. Second, much more detail about the process is needed in order for the reader to make judgments about the quality of the process itself or about the resulting data. The papers in this special issue reflect some of the many ways that the Internet can be used—whether alone or in combination with other methods—to conduct surveys. Despite their relatively short history, Web surveys have already had a profound effect on survey research. The first graphic browser (NCSA Mosaic) was released in 1992, with Netscape Navigator following in 1994 and Internet Explorer in 1995. The first published papers on Web surveys appeared in 1996. Since then, there has been a virtual explosion of interest in the Internet generally, and World Wide Web specifically, as a tool for survey data collection (see www.WebSM.org for a detailed bibliography). This is not to say that the early claims that Web surveys will make all other methods of data collection obsolete have come to pass. But it is fair to say that the methodological attention that Web surveys have received has exceeded other modes in a similar time period. In part, this is because the relative cost of Web surveys makes them a more accessible method of data collection than telephone or face-to-face surveys. In addition, the computerized nature of Web surveys facilitates conducting

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Web Survey Methods Introduction

Key issues and research priorities for public participation GIS (PPGIS): A synthesis based on empirical research

One question that arises when discussing the usefulness of web-based surveys is whether they gain the same response rates compared to other modes of collecting survey data. A common perception exists that, in general, web survey response rates are considerably lower. However, such unsystematic anecdotal evidence could be misleading and does not provide any useful quantitative estimate. Metaanalytic procedures synthesising controlled experimental mode comparisons could give accurate answers but, to the best of the authors' knowledge, such research syntheses have so far not been conducted. To overcome this gap, the authors have conducted a meta-analysis of 45 published and unpublished experimental comparisons between web and other survey modes. On average, web surveys yield an 11% lower response rate compared to other modes (the 95% confidence interval is confined by 15% and 6% to the disadvantage of the web mode). This response rate difference to the disadvantage of the web mode is systematically influenced by the sample recruitment base (a smaller difference for panel members as compared to one-time respondents), the solicitation mode chosen for web surveys (a greater difference for postal mail solicitation compared to email) and the number of contacts (the more contacts, the larger the difference in response rates between modes). No significant influence on response rate differences can be revealed for the type of mode web surveys are compared to, the type of target population, the type of sponsorship, whether or not incentives were offered, and the year the studies were conducted. Practical implications are discussed.

Web Surveys versus other Survey Modes: A Meta-Analysis Comparing Response Rates:

Data collection based on standardized questionnaires represents one of the central tools in many research areas. Early surveys date back to the 18th century (de Leeuw, 2005), while a major breakthrough came in the 1930s with the application of probability samples. By using surveys, today governments monitor conditions in the country, social scientists obtain data on social phenomena and managers direct their business by studying the characteristics of their target customers. The importance of survey research stimulates ongoing efforts to achieve higher data quality and optimized costs. Early on researchers recognized the potential of technological advances for the achievement of these goals. In the early 1970s telephone surveys started replacing expensive face-to-face interviews. Computer technology developments soon enabled computer-assisted telephone interviewing (“CATI”). The 1980s brought new approaches based on personal computers. Interviewers started to use laptops and respondents sometimes completed questionnaires on their own computers. Another revolution occurred with the Internet in the subsequent decade. The pervasive availability of Internet access, and the growing number of Internetsupported devices, coupled with the advance of interactive Web technologies (like Ajax) are facilitating developments in contemporary survey research. Internet surveys show the potential to become the leading survey approach in the future. According to the Council of American Survey Research Organizations (“CASRO”), the Internet already represents the primary data collection mode for 39% of research companies in the USA (DeAngelis, 2006). The rate of adoption is slower in academic

Jernej Berzelak

Papers

Web Surveys versus other Survey Modes: A Meta-Analysis Comparing Response Rates:

Information Technology in Survey Research